EC1 1.a - Attitudes towards climate change

This section report focuses on the attitudes and associations the American, Canadian and English public has about climate change - and the emotions the subject provokes. The data is analysed by key demographics across each country. It also explains the creation of the main three-fold attitudinal segmentation towards climate change ('Climate Citizens', 'Mild Greens' and 'Sceptics & Uninvolveds') used throughout the Environmental Choices survey analysis.  

• Do many people believe that climate change is happening?
• What proportion of people believe that climate change is mostly, or totally, down to human influences?
• How much effort do people invest in learning about climate change?
• What emotional attachments do people have towards the concept of climate change?
• Using index profiles, how do people's attitudes differ across demographic groups and countries?
• How splitting people into Climate Citizens, Mild Greens and Sceptics/Uninvolveds can help us understand the impact of attitudes towards climate change on low-carbon behaviour.
• Which attitudes are most characteristic of people being Climate Citizens? Which attitudes would be most interesting to follow as trends? Are people who say they know more about climate change much more likely to be Climate Citizens?
• 'Challenge your assumptions on how to market your low carbon product, 5 top tips based on international primary research data', presentation to SustainabilityLive! Conference, April 2010, slides 12-15, 45 - based on this data.
                    

Quotes:

"41% of Canadians can be considered to be 'Climate Citizens', whereas in the USA, this group comprises just 28% of the population."

"In all 3 countries, conservative voters tend to be less concerned about climate change than more liberal voters. In the USA, climate change is particularly partisan with 43% of Democrats being 'Climate Citizens', whereas 51% of Republicans are 'Sceptics & Uninvolved'."

View the Introduction & Contents pages for this section report.

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 CONTENTS, 130 pages